The Executive Centre

Tania Cheung is a marketing strategist and entrepreneur with over ten years of driving growth for B2B and consumer brands. She specializes in data-informed, full-funnel strategies that blend creativity with performance. Cheung has helped multiple startups grow by leading cross-functional teams and improving visibility, ROI, and ROAS across channels.

In an exclusive interview with MarTech Outlook APAC, Cheung shared her journey from fashion to marketing and highlighted the importance of data, creativity and empathy.

Strategic Innovation and Transformative Growth

I studied Fashion Design and Technology, something that might seem distant from marketing, but that background laid the foundation for my expertise in brand building. I learnt product creation, production, and how to market an idea so people buy your product.

After graduation, I worked with several designers and eventually launched my own sportswear brand in 2014 when I moved back to Hong Kong. This was during the era of popup shops, long before it became a phenomenon around Asia. It was an exciting time to introduce my brand to customers. I later joined a San Francisco-based company whose mission was to eliminate clothing inventory.

I worked with them until 2020 when operations shut down, leaving only a few engineers in the company. During that time, I transitioned into management consulting, helping venture capital firms with brand building, marketing and operations. Later, I was introduced to The Executive Centre (TEC) by a headhunter I worked with during my consulting days. She told me TEC is like a co-working brand, something like WeWork. I then realized it was more than just a brand. TEC had a 30-year history and was already an established premium workspace solution.

Elevating Workplace Hospitality

Marketing for a B2B brand is always a challenge, especially within a premium, niche segment like the future of workspaces. I had the privilege of meeting the founder and the management team, and they were genuinely great to work with. What stood out was TEC’s mission to integrate hospitality and service quality into the workspace. We all experience five-star service at hotels and on vacation, yet work that takes up most of our day, even more than sleep for some, lacks the same level of care. TEC aims to change that.

“Whatever idea you have, run it. Just keep it small enough that, if it doesn't work, you still have a backup. And that, of course, applies to any marketing strategy.”

TEC operates across 12 countries and 14 markets, and I always let the data speak for itself. In India, Bangalore has so many emerging tech parks, each consisting of its own ecosystem, so you have to sell the area and the ecosystem. When the creatives are made, it’s almost like a tour experience, giving you a full view of the building.

In Hong Kong, much of our visibility comes through word of mouth. The area’s compact central business district means everything is conveniently located within 15 minutes. Here, we focus on creating a great experience, highlighting five-star reviews, member engagement, and a strong community culture.

Different audiences have different priorities. For example, family offices often seek tailored support that meets their specific needs. FinTech companies value speed, security, and operational efficiency, and TEC meets these needs with everything from private offices to meeting rooms and event spaces, tailored to each audience.

Personalized Automation

We run our operations with a focus on thoughtful, personalized service, which has helped us maintain a high retention rate of around 72 percent across markets. Rather than relying solely on cutting-edge IT systems, we emphasize human interaction, ensuring every client feels seen and valued. Our front desk staff and baristas remember client preferences, birthdays, and even when children visit the office. These small, thoughtful gestures create a seamless, welcoming experience that transforms TEC from just a workplace into a place where clients genuinely feel at home, even while at work.

We have integrated AI into our marketing workflow to enhance efficiency and quality. It helps reduce repetitive tasks, such as testing multiple versions of creative ad campaigns and making minor adjustments to headlines and formats to determine which performs best. In addition, we work closely with Google to continuously optimize campaigns and maximize results.

Our business development teams create local, on-the-ground experiences and focus on leasing offices, while we also maintain a professional, premium online presence. In recent times, customers are often 80 per cent informed before even discussing with us. Whenever we open a new location, AI helps in consolidating key points into structured content. AI doesn’t just speed up our process; it also allows us to do a better job.

Building Trust Through People, Place and Purpose

Credibility is imprinted in TEC’s first impression, but the in-person experience truly exceeds expectations. The lighting, design and ambience cannot be fully captured in photos. Sustainability is equally central. TEC operates only in Grade A, ESG-certified buildings, uses glassware instead of single-use plastics, and maintains energy-efficient practices.

These measures make sustainability easy to communicate while reinforcing TEC’s credibility. Technology supports human-centered engagement, with automated referral programs reaching members at the right touch points. Every interaction is designed for the client’s convenience, ensuring the experience feels natural and thoughtful rather than transactional.

Building on this approach, my advice for aspiring marketers is to never say no to ideas. Many startups fail by investing in untested initiatives, whether advertising campaigns or product development, only to find them irrelevant once completed. Whatever idea you have, run it. Just keep it small enough that, if it doesn't work, you still have a backup. And that, of course, applies to any marketing strategy.